Greenwashing Satire
Got an email last week with this satirical article, written by GreenBiz Group Co-founder, Joel Makower. "How to Greenwash Like a Pro", where he gives a 12-step system to perfect how to be seen as a sustainable company. It made me laugh.
At the end of his 12 steps, he jokes, "Greenwashing is a complex thing, so don’t worry if you don’t get it completely right the first time. Keep at it! Wear your sustainability promises proudly. Never stop talking about them. Eventually, you’ll win. Winning, after all, is what it’s all about."
I enjoy satire and obviously think greenwashing is a major problem in the sustainability space. Like most global issues, the culpability falls both on the individual and on the system itself (yes - greenwashing is a negative byproduct of capitalism). However, heady conversations about systems change aside, I'd like to focus on the responsibility around the individual, since individual behavior is what the article addresses.
I think what's interesting about his conclusion is that you could substitute "sustainability" in for "greenwashing" and it would still be generally accurate. Here’s the breakdown:
"[Sustainability] is a complex thing, so don’t worry if you don’t get it completely right the first time. Keep at it!"
YES! All of sustainability's pillars are inherently imperfect. No organization can achieve a perfect social record, especially where equity is concerned. For instance, every company has disgruntled, disenfranchised employees. Proper corporate governance is a constant balancing act, and conflicts will always exist between operational innovation and stringent safeguards. The environmental pillar is existential and, in many cases, irreversible. Company's with the strongest environmental ESG records continue to have a long way to go. All of this to say - sustainability will continue to be imperfect. No company should expect to get it right the first time. Persistent improvement over time is the name of the game.
"Wear your sustainability promises proudly. Never stop talking about them."
I think it's OK the wear your sustainability promises proudly. The nuance here is that companies actually need to demonstrate action, measure performance, and candidly report progress and setbacks. I also believe that companies should also openly highlight its sustainable shortcomings - my belief is that transparency is refreshing and telling about a company’s intentions around improvement. Proud discussion of sustainability efforts can have positive effects, influencing consumers to care more and helping to set stronger standards for corporate peers. Of course, the caveat (again) is that talk needs to reflect action. Sustainability growth (and shortcomings) must be transparent.
"Eventually, you’ll win. Winning, after all, is what it’s all about."
Well, this one is harder to justify. While "winning" and competition are key components of market functionality, I think many of us have different opinions around ‘what it’s all about’. Trioli LLC philosophically stands for the premise that businesses must provide more than a product or service. I think there are two ways to look at this -
On an individual level, strong ESG records contribute to long-term firm success and significantly reduced company risk.
Global markets, businesses, consumers, and communities benefit from sustainability. Persisting in improving sustainability practices and processes contributes to a collective victory. I realize that this point can be construed as optimistic or hopelessly naive. However, I think there’s a little part of everyone who wants the greater good argument to prevail.
It’s funny how a satirical newsletter email could provide so much food for thought!